TomTom appoints Proximity Shop regionally

The agency is responsible for the brand’s TotalWork projects, including developing and executing marketing programs and campaigns to introduce the TomTom brand and its technology to consumers.

Jane Perry, general manager of Proximity Shop, noted that the focus for the business over the next 12 months will be on building the brand throughout Asia-Pacific from the retail environment.

“We are thrilled to have been awarded the opportunity to work with TomTom. TomTom’s expansion into the Asia-Pacific region will allow BBDO’s Proximity Shop to flex its muscles across our entire suite of retail and shopper marketing capabilities. It’s a pleasure to welcome a client to our agency that so closely shares the same passion and expertise in the retail and shopper marketing space,” said Perry.

Launched in Singapore and Malaysia in 2010, the brand has since expanded to Indonesia, China and Taiwan. The appointment marks the first time TomTom has partnered with a creative agency in the region.

Winnie Kwan, senior marketing manager for TomTom Asia-Pacific, said, “TomTom is excited to have Proximity Shop on board. This move will allow us to really localise content, ensuring our messaging is truly relevant for consumers within the Asian market.”

Spearheaded by Perry, Proximity Shop was launched in 2010 to meet with growing client demand for retail and shopper marketing specialists.